Strategic Content Creation Pitch
As part of a team of four in All Access PR, we created 'Changing the CONVERSE-ation' for our academic project. This was a mock campaign for a fictional 'Converse All Walk' shoe line, aimed at promoting inclusivity and sparking conversations in footwear. Our work involved developing a pitch deck aligned with Converse's brand, incorporating a social media audit, PESO strategy, and targeted messaging, all focused on enhancing Converse's online appeal. Below, you'll find the detailed pitch deck and final planbook for this project.
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Mock Campaign
"Changing the CONVERSE-ation," introduces inclusive shoes, called "Converse: All Walk" and donates 50% of sales to the Special Olympics
02
The Pitch
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Mock Designs
Examples of shoes that would be displayed in the "Converse: All Walk" all-inclusive shoe line
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Audience Persona
Three examples of hypothetical people our campaign is targeting
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PESO Model
Breaking down the Paid, Earned, Shared, and Owned aspects of the campaign
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Owned Media Mock-Ups
Mockup Instagram posts and an example of what a blog would look like for the campaign. (Please scan the QR code)
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Calendar of Campaign
This calendar displays when various parts of the campaign would launch
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Key Messages
The key messages intended to be communicated through the campaign
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SEO Keywords
Through sentiment and key word analysis it is evident that Converse has a mutual tone and that much of the conversation has remained the same. So we helped launch this campaign to stir up the online talk not only for Converse but the athletic world.
Final Planbook
The Final Planbook includes an in-depth description of the campaign and am extensive explanation of the "Changing the CONVERSE-ation" pitch deck.